From Pilates to painting, self-employment is on the rise

For entrepreneurs considering taking the plunge and launching their own venture, new research has revealed the UK’s fastest-growing businesses.

With sole proprietorships now accounting for 56% of all UK businesses, this new data suggests that there is huge demand for certain services – and reformer pilates is topping the list.

However, the list also includes cleaning services, leatherwork and cake making, suggesting that, as the researchers state, it is “hands-on, service-led and passion-based businesses” that are winning customers.

Pilates tops the charts as self-employment booms

The data, shared by HR News this week, was compiled from Protectivity’s business insurance application data between 2024 and 2025. It found that more than half (56%) of all UK businesses are now sole proprietorships.

The data also sheds light on the most common types of businesses being founded across the country.

Professional, scientific and technical services remain the largest industry group, representing 15.3% of all registered UK businesses. However, when it comes to year-on-year growth, it’s actually reformer Pilates that has seen the most dramatic rise – a staggering 948% increase.

Next up, it’s artists selling paintings, prints and drawings, a profession that grew 238% between 2024 and 2025. Cake baking, leatherwork and crafting also made the top ten, as did general cleaning and upholstery/carpet cleaning businesses.

Lifestyle offerings surge across the board

While they haven’t seen the gargantuan growth that reformer pilates has, the list also included several other health and fitness offerings.

Martial arts saw a 167% growth, while kickboxing wasn’t far behind at 159%, and boxercise followed with a 135% year-on-year uptick.

According to a UK Active report published last year, the UK health and fitness market saw revenue pass £5.7bn in 2024, which was up 8.8% from 2023. While it focused on gym memberships, it reflects an increased interest in fitness and a willingness, especially amongst young adults, to pay for it.

Protectivity says its own data shows that there is “…a growing consumer preference for personalised, low-impact wellness solutions that cater to both physical health and mental wellbeing.”

Being one’s own boss has multi-layered appeal

Protectivity’s survey also delved into entrepreneurs’ motivations and revealed that for both men (66%) and women (62%), the primary appeal is the desire to be their own boss, “with control over hours, projects and clients”.

Flexibility was also a key attraction for both genders, but significantly more so for women (63%) than men (41%).

Chris Trotman, Underwriting Manager at Protectivity, said: “The rise of these categories highlights a shift in the workforce towards more independent, self-directed careers. Many new entrepreneurs are motivated not only by income potential but also by lifestyle considerations, such as balancing work with family commitments or pursuing a passion, reflecting a broader cultural shift towards entrepreneurial autonomy in the UK.”

Of course, developing your own, original business idea is far from plain sailing, and this report doesn’t delve deeply into the challenges that self-employed people often face getting their projects off the ground.

But the data suggests that for the majority, being in control of your own timetable – and the subsequent freedom it offers to attend to out-of-work commitments – is well worth the trade-off.